Superior Web Design Glendale | ProStrategix

ALT55 - Victor M, CC BY-SA 3.0 <https://creativecommons.org/licenses/by-sa/3.0>, via Wikimedia Commons

Glendale: Quiet Middle-Class Enclave Tucked Away in Queens

Glendale avoided much over the urban blight that plagued the city in the late 20th century. The area has maintained its mainly middle-class character, with good housing and low crime rates. 

In the 21st century, many of its old industrial spaces were converted into commercial spaces such as the Shops at Atlas Park. Other chain retailers have entered as well, such as Trader Joes.

Glendale has and continues to be a very stable neighborhood. Therefore, businesses in this neighborhood will not only have to compete with entrenched competitors but also the slower influx of the major chains.

Why Web Design is Important in Glendale?

The marketing challenges in Glendale focus on making the right introduction. Most entrenched businesses won’t need to advertise, but new ones will. A well designed web site, when used effectively, can help.

  1. Web design in Glendale is about being visible and communicating value..
  2. Because of the influx of the chain retailers, businesses may be new to advertising. As such, you will want to get up to speed as quickly and inexpensively as possible. A fast, intuitive, and responsive site lets you do just that.
  3. Mobile lets you target the right customers when they are nearby, relatively inexpensively. It is so much easier to get what you need when it's a short walk from where you are.

Your CMS Can Have a Profound Effect on Page Speed

If you didn’t build your own site, you’re likely using a content management system (CMS) that your web builder chose. If he or she didn’t educate you on the pros and cons, you may be in for a big surprise in your webpages’ performance and search engine rankings.

What is a CMS

The technical definition for a content management system (CMS) is “is a computer software program used to manage the creation and modification of digital content.”

In other words, it is a system that allows the content to be stored separately from the code that builds the page. The user enters the code through a program called an interface, e.g. WordPress, and the interface saves that as the page data. The browser takes the files from both locations and renders the page.

However, while simple and easy, it creates a problem. To make this easier to understand, I use a simple metaphor of an architect, contractor, and warehouse. The user is the architect, the contractor is the browser, and all the design code sits in the warehouse

In this metaphor, we are going to use a prefabricated home. There are a general set of blueprints, but lots of options for flooring, tiles, etc.  Think of this as your theme.

The architect now selects specific options within a house, for example, flooring, tile, window type, etc.  But, these specifications aren’t given to the contractor (browser) until he or she shows up to build the house.

The contractor knows he or she is building a home, but other than that, it’s left open. Therefore, they have to bring all the labor and materials they might use, even if they aren’t needed in this specific build.


Once at the site, the contract reads the blueprints and then has to sort through and organize their materials first before the job can start.

As you can see there is a lot of wasted time and materials that put a burden on the contractor. This is why a theme will never be as fast as a custom build.

Creativity Wins Points.

According to Best Designs, original graphics are the most successful. 

“Original graphics make up 40% of all successful visual content that accomplishes marketing goals, but 43% of marketers struggle with the consistent production of captivating visuals.”

Since we are communicating one message, the artwork that supports it must work very hard to support the message. This is where local market know-how can really help. Original photos and images of your business in Glendale interacting with your neighborhood can add value.

It also helps with when your calls to action focus on local events in and around Glendale or at your business location.

email marketing for small business call to action

Call to Action

Every email, no matter how trivial, should have a call to action. This is where all the hard work above pays off. If we omit one, we just wasted resources that could have been spent more cost effectively.

We cover email list building in great detail in our post on small business email marketing. Again, we will just hit the highlights here as it pertains to Glendale. Every neighborhood has summer fairs. While these were severely impacted by COVID, in our post COVID world they should roar back with a vengeance. It would be smart to see if you could piggy-back off one or more of them.

Incentives, deals, free trials, and samples are all great options when developing your calls to action. See if you can partner with your neighbors to create a shared promotion. This way one shopper in Glendale has two or more places to visit while out in the neighborhood.

Why Digital Marketing is Important in Glendale?

The marketing challenges in Glendale focus on making the right introduction. Most entrenched businesses won’t need to advertise, but new ones will. Local digital marketing, when used effectively, can help.

  1. Local digital marketing in Glendale is about being visible and communicating value..
  2. Because of the influx of the chain retailers, businesses may be new to advertising. As such, you will want to get up to speed as quickly and inexpensively as possible. 
  3. Local digital marketing lets you target the right customers when they are nearby, relatively inexpensively. It is so much easier to get what you need when it's a short walk from where you are.

Custom Build is Likely Your Best Option for Speed

A custom built website is created by web designers. These designers create code only for the features you use to get the results you want. Therefore, there is no excess code. 

If your developer helps you set up your tracking codes and other third party integrations, then you can minimize any issues those create.

The beauty of a custom build is there is no trade-off between speed and quality. When you factor in the lost revenue from bounces and poor conversion that a slower site creates, the investment generally pays for itself.

How to Deal with a CMS

Without taking any action, your performance on mobile will likely fall in the 20s to 40s on Google Pagespeed Insights

Common Options

Plug-ins

WordPress is the dominant market player. Therefore, we will touch on some of the common plug-in for this CMS.

Most of the plug-ins, save W3 total cache, are simple. Most are not free if you want to get the maximum benefit. They do produce a measurable difference in speed, but do not expect to get above 50-60.

AMP

Accelerated Mobile Pages was introduced by Google in and around 2016. AMP is a stripped down version of HMTL which has fewer features, which makes it very fast. But, now you need to manage two sites versus one. Plus, you lose consistency between mobile and desktop

Theme Optimization

Since you are changing the theme itself, this requires a significant amount of coding knowledge to do it right. This usually requires hiring a developer.

A good developer can usually clean up the theme enough that you can reach custom speeds. The cost is generally equal to higher than a customer build depending on the work required.

Summary

If you want lightning fast speed, skip the CMS. We recommend a custom build.

  1. No excess code makes the page faster.
  2. You just have to manage one site. There is no need for a separate mobile site.
  3. The lost revenue due to mediocre performance on mobile will likely return more than the upfront investment in a clean, custom build.

ProStraegix is a web design agency with offices in New York City. We also provide SEO and pay per click advertising support to our clients.

Things to Remember…

If you're thinking about finding help in Glendale for your small business, here are the things to keep in mind.

  1. Find a firm that knows your area. If your small business is marketing in Glendale, you'll want help from someone who understands the lay of the land, character of the neighborhood, and the challenges its businesses face. This is generally true everywhere, but especially true in places like Glendale.
  2. Find a company you can trust. If you can't trust a business to have your best interests, you're already going to be left in the lurch. Make sure you have a guarantee that your business will be treated fairly by all parties.
  3. Get the size of help you need. A larger firm can provide more resources and can do more things. A smaller firm, on the other hand, can be less intimidating, with the added benefit of one-on-one help from the best the company can offer.

See more about Small Business Marketing in Glendale. If you are more interest in the borough, you can see our Small Business Marketing in Queens. If you want the full city, you can see our Small Business Marketing in NYC.